Tourist preferences for agricultural landscapes: a case study of terraced paddy fields in Noto Peninsula, Japan

Abstract

Many agricultural landscapes have been formed through the interaction and co-evolution of nature and people, and represent the living landscapes shaped over time through intensive and continuous human cultivation. Terraced paddy fields are being re-evaluated to take into account the multiple functions they fill beyond only rice cultivation, particularly their contribution to the national biodiversity strategy of Japan. Since the 1990s, terraced paddy fields have been considered a representative cultural landscape of Japan and, at the same time, multi-stakeholder conservation activities have been conducted throughout Japan to reverse the increasing abandonment of terraces. Shiroyone Senmaida is an outstanding cultural landscape and a major tourist attraction in Noto Peninsula, Ishikawa Prefecture, which was designated through an initiative by the Food and Agriculture Organization (FAO) as a Globally Important Agricultural Heritage Systems (GIAHS) pilot site in 2011. It is important to clarify tourist preference for terraced paddy field landscapes to contribute to future policy making toward improved agricultural landscape conservation. A key finding of this study is that tourists visiting to enjoy the agricultural landscape are also concerned on the sustainability of the farming methods and preferred to maintain the naturalness of the landscape. Respondents with higher educational levels and greater concern for the biological and traditional farming knowledge aspects of the rice terraces were also more inclined to favor sustainable farming practices. Tourists preferred to maintain the naturalness and rurality of the agricultural landscape, and indicated that construction of excessive tourist facilities would cause the landscape to deteriorate. It was suggested that the local community and surroundings, including rural settlements, hills, and forests, should also be conserved together with the scenic terrace.